TPM

TPM

According to many commentators, The Guardian's new membership scheme is either an innovative way to avoid the pitfalls of the subscription business model or a sly new form of paywalling. But Amelia Loewensohn and Julie Posettiargue that it's both an exciting option for media brands that have built up a loyal community of interest around their content, and a fresh tributary to tap in the multi-streamed news business model of the future.